Last holidays, SM mall goers achieved something truly remarkable — donating 50,000 SM Bears of Joy to children in underserved communities.

In partnership with Toy Kingdom, this milestone was part of a record-breaking campaign where 100,000 bears were sold, made possible by the collective generosity of mallgoers who came together to make the season brighter for those in need.

An annual initiative of SM Cares, the SM Bears of Joy campaign empowers shoppers to spread holiday cheer by purchasing a pair of specially designed plush bears — one to keep and another to share.

This year’s theme, “Hug-a-Mood,” introduced four charming bears: Mikah, the curious explorer; Ash, the gentle and shy friend; Bree, the spirited adventurer; and Ronnie, the creative dreamer.

Each bear brought its own personality, symbolizing the warmth and joy of the season.

Beyond the numbers, the true impact lies in the ripples of care created by this campaign. Each donated bear represents the kindness and generosity of a community united in its commitment to giving back.

These simple acts of giving spread not only joy but also hope, showing that small gestures can create meaningful change across communities.

This initiative also reminds us that the holidays are a time to create special memories, especially for children who may not always feel the season’s merriness.

Through the unwavering compassion of SM shoppers, the Bears of Joy initiative delivered smiles, warmth, and a powerful message of love to children nationwide.

SM Cares is the corporate social responsibility arm of SM Supermalls, supporting initiatives focused on communities and the environment.

Its advocacies include programs for the environment, persons with disabilities, women and breastfeeding mothers, children and youth, senior citizens, and the SM bike-friendly initiative.